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Fruit of the Loom returns for younger audiences with ‘Fruitisms’ campaign

By John Glenday | Reporter

June 14, 2022 | 3 min read

Apparel brand Fruit of the Loom is reacquainting itself with younger generations by doubling down on the bold, rich colors it has become known for.

Adopting a humorous and relatable identity, the GSD&M-devised campaign takes the form of a series of vignettes, each more colorful than the last, to showcase a different ‘Fruitism’ – a pithy observation on how your choice of fashion can make all the difference in life.

Fruit of the Loom

The short-form videos have been made to appeal to younger consumers

Each short-form video of up to 15 seconds is built from the ground up to appeal to 25-34-year-olds, appearing across digital and social media platforms including connected TV (CTV), online video and paid social.

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Shorts include demonstrations of how a breathable t-shirt can improve your yoga...

... as well as a pair of boxer briefs that will keep you cool on the fly – your actual fly.

Another quick spot demonstrates the utility of socks that come in pairs by having a set of twins prove that the best things in life come in twos.

In conjunction with this activity, GSD&M has updated the Fruit.com website to improve the consumer experience and facilitate purchases, together with a reset of all social channels and the creation of a dedicated TikTok brand presence.

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